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MATCH YOUR CONTENT TO THE CALENDAR To reach people at the moment they’re dreaming of getaways, share content designed to aid planning early in the week and early in the season. And fuel their sense of adventure and wanderlust throughout the Summer. APPEAL TO THE ACTIVE CROWD Conventional wisdom has it that people like to spend Summer kicking back with a fruity drink in hand. But whether you market energy drinks, athleisure items or personal fitness technology, keep Summer runners in mind and support their race to the finish line. INCREASE YOUR EXPOSURE As temperatures rise—and as the Games begin—heat up your mobile presence to reach people wherever they are. Match their vacation mindset by using a light-hearted tone, and capture their attention with images and video. News Feed turns into travelogues “What I did on my summer vacation” doesn’t have to wait Running is the new relaxing People hit the pavement as well as the waves CATER TO MATURE CONSUMERS Acknowledge that people of all ages appreciate the summer sun. Engage older generations with helpful content related to warm weather gatherings, or inspire them to get out and enjoy the outdoors. Older generations get in on the action Summer isn’t just for the young—older generations also think of it as a time to cut loose From trips to the lake to gardening projects, people are increasingly sharing the delights of Summer in real time on Facebook, Instagram and mobile. Here’s a look at how people in the US connected from May through September 2015, and a brief overview of how people in the US plan to celebrate the Summer Games in Rio. Content posted on Facebook mobile grew by … ... Especially video content which increased by From May through September 2015, posts on Facebook mobile grew by In the US Summer topics with the most comments, likes and posts created by people ages 45+ on Facebook Sources * A weekend is defined as a consecutive Friday, Saturday and Sunday. 1. “2016 Rio Olympics” by GFK (Facebook-commissioned online study of 1,880 Facebook users and 306 non-Facebook users ages 18+ in the US), Mar 2016. 2. Facebook data, US only, May 1–Sep 31, 2015 (Summer season 2015). Analysis of conversion pixel and App Events data for ads and that were shown to people ages 18+ on Facebook. 3. Instagram data based on audiences eligible to see ads on Instagram based on a variety of factors, US only, May 1–Sep 31, 2015 (accessed May 2016). Summer-related hashtags about fitness and travel from the top 13 hashtags used by people ages 18+ in the US. Source unless otherwise specified: Facebook data for people ages 18+ in the US, May–Sep 2015 (accessed Mar–Apr 2016). Data refers to all listed countries unless otherwise noted. 25% Ages 18–44 33% Ages 45+ And people ages 45+ shared Facebook posts tagged with “celebrate” than people ages 18–44 1.5X more On Instagram in the US during Summer 2015 3 Other top running hashtags Who led the running conversation in 2015? 42% 28% #FITNESS | #TRAINING | #TRAILRUNNING | #FITFAM 58% Gardening 47% Decks/patios 45% Fishing “On the go” doesn’t mean “out of touch” In the US mobile sharing and consumption continues to speed up in Summer Some of the top travel hashtags on Instagram in Summer 2015 3 In the US during Summer 2015 On average, Tuesday was the most popular day to make travel-related online purchases 2 Looking ahead to the 2016 Rio Games, people in the US who show interest in the Rio Games say they plan to use mobile to 1 was a top hashtag #RUNNING 33% spike in Facebook posts tagged with “travel” Summer 2015 32% Men 67% Women On Facebook in the US Summer topics in 2015 with the most posts, comments and shares 42% watch replays on mobile 62% look for news on mobile 1. Running 2. Beach 3. Parties 4. Parks and forests 5. Movies A Snapshot of Summer #WANDERLUST | #NATURE | #ADVENTURE | #TRAVELGRAM

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MATCH YOUR CONTENT TO THE CALENDAR

To reach people at the moment they’re dreaming of getaways, share content designed to aid planning early in the week and early in the season. And fueltheir sense of adventure and wanderlust throughout the Summer.

APPEAL TO THE ACTIVE CROWD

Conventional wisdom has it that people like to spend Summer kicking back with a fruity drink in hand. But whether you market energy drinks, athleisure itemsor personal fitness technology, keep Summer runners in mind and support their race to the finish line.

INCREASE YOUR EXPOSURE

As temperatures rise—and as the Games begin—heat up your mobile presence to reach people wherever they are. Match their vacation mindset by usinga light-hearted tone, and capture their attention with images and video.

News Feed turnsinto travelogues

“What I did on my summer vacation”doesn’t have to wait

Running is thenew relaxingPeople hit the pavementas well as the waves

CATER TO MATURE CONSUMERS

Acknowledge that people of all ages appreciate the summer sun. Engage older generations with helpful content related to warm weather gatherings, or inspirethem to get out and enjoy the outdoors.

Older generationsget in on the actionSummer isn’t just for the young—oldergenerations also think of it as a time to cut loose

From trips to the lake to gardening projects, people are increasingly sharing the delights of Summer in real time on Facebook, Instagram and mobile. Here’s a look at how people in the US connected from May through September 2015, and a brief overview of how people in the US plan to celebrate the Summer Games in Rio.

Content posted on Facebook mobile grew by …

... Especially video content which increased by

From May through September 2015, posts on Facebook mobile grew by

In the USSummer topics with the most comments, likes and posts created by people ages 45+ on Facebook

Sources

* A weekend is defined as a consecutive Friday, Saturday and Sunday.

1. “2016 Rio Olympics” by GFK (Facebook-commissioned online study of 1,880 Facebook users and 306 non-Facebook users ages 18+ in the US), Mar 2016.

2. Facebook data, US only, May 1–Sep 31, 2015 (Summer season 2015). Analysis of conversion pixel and App Events data for ads and that were shown to people ages 18+ on Facebook.

3. Instagram data based on audiences eligible to see ads on Instagram based on a variety of factors, US only, May 1–Sep 31, 2015 (accessed May 2016). Summer-related hashtags about fitness and travel from the top 13 hashtags used by people ages 18+ in the US.

Source unless otherwise specified: Facebook data for people ages 18+ in the US, May–Sep 2015 (accessed Mar–Apr 2016). Data refers to all listed countries unless otherwise noted.

25%

Ages 18–44

33%

Ages 45+

And people ages 45+ shared

Facebook posts taggedwith “celebrate” than people ages 18–44

1.5X more

On Instagram in the US during Summer 20153

Other top running hashtags

Who led the running conversation in 2015?

42%

28%